The Travel Industry Social Media Benchmark Report
Find out how your brands stacks up against travel industry leaders.
Download the Benchmarks
Understanding your brand’s social media performance starts with knowing what's typical in the travel industry. Download the report to explore comprehensive travel industry benchmarks across key metrics and social channels, including TikTok, Instagram and YouTube. Use the insights in this report to set clear goals, strengthen your content strategy and grow your audience faster.
Travel Industry Benchmarks and Statistics
Average Monthly Social Media Growth Rate for Followers/Subscribers
TikTok
4.1%
1.0%
Youtube
1.2%
* Follower growth rate data taken from the March 2025 Travel Industry Benchmarks. See the report for the full methodology.
The Average Monthly Growth Rate measures the rate at which a travel brand increases its follower count month-over-month. Brands can expect different growth trajectories per channel, with TikTok still seeing significant follower growth. Travel sees high growth on Instagram as well, as the industry performs well with the aspirational content that Instagram is known for, while YouTube sees more moderate growth.
Travel Industry Highlights From Leading Brands
The travel industry keeps it very fun and lively on social media. Its content stands out by bringing joy to people’s feeds, which then feeds their own wanderlust. These brands also make good use of user-generated content, inviting their communities to share their own stories and experiences.
Southwest Air wins over TikTok with fun behind-the-scenes moments featuring crew and passenger stories. Flight hacks, comedic airline skits and real-time travel tips help create an approachable vibe. The brand’s emphasis on friendly service translates seamlessly into likes, comments and shares.
Southwest Air outperforms the Travel industry by 116%.
Morey’s Piers keeps its Instagram lively with vivid snapshots of amusement rides, boardwalk treats and family-friendly fun. User-generated photos and nostalgic throwbacks prompt followers to tag friends and reminisce. This feel-good content results in a standout engagement rate.
Morey’s Piers outperforms the Travel industry by 250%.
Disney Parks masters YouTube Shorts by delivering enchanting glimpses into rides, parades and character interactions, all in snackable clips. Even everyday park happenings feel magical when presented in quick bursts of color and excitement. This approach continuously drives significant viewership from Disney enthusiasts worldwide.
Disney Parks outperforms the Travel industry by 912%.
In this Travel and Hospitality Industry Benchmark Report you’ll discover:
- Benchmark KPIs across a number of social channels and metrics.
- Who your top competitors are on social media.
- Case studies exploring what top-performing brands in the travel industry are doing well.
- Insights into what you could be doing right now to get better social media performance.
Dash Social pulled a sample of global companies across TikTok (n=1,170), Instagram (n=2,978), and YouTube (n=644), analyzing their activity between July 1, 2024 – December 31, 2024, to determine average performance against a predetermined set of KPIs. These benchmarks include organic, boosted and promoted content but exclude paid ads. They apply to handles with at least 1K followers, covering both customers and non-customers.